our identity and how to use it - ladbrokes brand guidelines.pdf · file name:...

our identity and how to use it

Introduction

Ladbrokes is the UK’s No. 1 betting and gaming brand

As part of our ongoing work to build upon this leading position in our market, we are refreshing our visual identity system. Three factors have driven our decision to enhance our identity:

• As the market leader, it is vital that the image we project remains authoritative, contemporary and appealing to our betting and gaming customers, especially with many newLadbrokes customers using eGaming services

• To make our brand simple to identify in all media, we also need to ensure that our image is consistent across our increasingrange of products and services, and has stronger impact in print, on screen and in our shops

• Our visual identity is a key tool for expressing what is differentabout Ladbrokes, helping us to stand out from our retail andonline competitors. The identity refresh will help make our imageand communication more distinctive

Given the strong heritage of the Ladbrokes brand and identity, thenew identity builds upon the existing strengths of Ladbrokes’image. Red is being emphasised as our core brand colour, the logohas been refined to make it more legible, and the design systemhas been simplified and brought up to date.

The result is a simpler, more consistent identity for Ladbrokes: one that builds upon the existing identity, so that it is instantlyrecognisable as Ladbrokes.

These guidelines detail the new evolution of the Ladbrokes identitysystem for eGaming and retail communication, to both customersand business partners. Following these guidelines will allow you toreplicate the new Ladbrokes visual expression system in all media,helping us to reinforce our position as market leaders.

Contents

1 Defining the audience1.1 Customer and business communication

2 Customer identity toolkit2.1 Logo – customer versions 2.2 Logo – web navigation devices2.3 Logo – clear space2.4 Logo – placement and minimum size2.5 Logo – don’ts2.6 Typefaces2.7 Colour palette2.8 In-store and online category colours2.9 Imagery guide2.10 Logo on imagery

3 Customer identity applications3.1 A flexible, coherent, communication system3.2 Design principles – Style A 3.3 Window posters – Style A3.4 Design principles – Style B3.5 18 poster – Style B3.6 Staying in control poster – Style B3.7 Design principles – Style C3.8 Category headers – Style D3.9 Window posters – Style D3.10 Racing Post advertisement – Style D3.11 Perimeter boards – Style D3.12 Web pop-up advertisements – Style D

4 Business identity toolkit4.1 Logo – business versions4.2 Logo – clear space4.3 Typefaces4.4 Colour palette

5 Business identity applications5.1 Design principles5.2 Business cards5.3 A4 letterhead5.4 A4 continuation sheet5.5 A4 press release5.6 Compliments slips5.7 PowerPoint® templates5.8 Visitor badge5.9 Recruitment advertisement

6 Artwork files6.1 Logos

7 Contact7.1 Contact details

1 defining the audience

Defining the audience1.1 Customer and businesscommunication

We communicate to two audiences: customers and businesses.

Our new identity system has two distinct visual styles, sowe can communicate in an appropriate way to these twodifferent groups.

Customer communication uses a more visually stimulatingand dynamic style. Colour, imagery and design style willmake customer communication materials highly impactful,reflecting the excitement and anticipation that customersenjoy when betting or gaming with Ladbrokes.

Business communication has a more simple, sophisticateddesign approach that makes it suitable for the fullspectrum of business-to-business communication tasks.

Customer identities and communication

Retail bettersand gamers

Internet bettersand gamers

Telephonebetters

Hilton Group GovernmentFinancial

communitySuppliers and

partnersBusiness

customers

Business identities and communication

2 customer identity toolkit

Customer identity toolkit2.1 Logo – customer versions

Full-colour logoThis is the Ladbrokes logo. It no longer appears in alozenge, a box or any other holding device. It is a speciallydrawn logo and should never be recreated in any way.

The preferred position of the logo is top right-hand corner. This contemporary positioning gives a sense of movementor energy and allows the logo to stand out in a clear space.

The red background is always Ladbrokes Red,PANTONE® 485. Please refer to the Colour palette page in the Customer identity toolkit section (2.7) of these guidelines for a full specification.

The logo is available in PC and Macintosh file formats, for both print and online application.

Black-and-white logoThis logo version can be used only when budgetary ortechnical conditions restrict the use of the full-colour logo.

Minimum-size logoDo not reproduce the logo smaller than 20mm across. This rule applies to all versions of the logo.

File name: Lad_UK_logo_std_white.eps


Full-colour logo

Black-and-white logo

Minimum print size: 20mm width

Customer identity toolkit2.2 Logo – web navigation devices

Web navigation devices signpost our Ladbrokes eGamingwebsites. They all feature the Ladbrokes logo, followed bythe differentiator suffix.

They are all positioned top left-hand corner in order to gainmaximum visibility in web browsers.

Ladbrokes Red (#FF0000, web version) is the header background colour.

All web navigation devices are available as artwork files.Do not create your own web navigation devices.

File name: Ladcom_UK_logo_reversed.eps

File name: Ladgames_UK_logo_reversed.eps

File name: Ladcasino_UK_logo_reversed.eps

File name: Ladpoker_UK_logo_reversed.eps

Application of logo

Customer identity toolkit2.3 Logo – clear space

On most customer communications, the logo will require a

clear space zone. This space protects the visual standout

and integrity of the logo. Crowding the logo with graphic

devices and typography will confuse our audiences and

reduce the impact of our communications.

This clear space zone is based on a simple formula.

Use the entire logo and the letter ‘a’ as a consistent

measurement tool.

Exceptions

Perimeter boards featuring the logo do not follow the clear

space formula. Refer to section 3.11 for more details.

Preferred minimum clear space

Please note that the examples shown on this page use

the minimum clear space. Wherever possible use more

clear space than the minimum dictated here.

Reduced-height clear space

Use this formula when available height is restricted,

yet maximum logo impact is required.

Minimum clear space in a restricted space

Use this formula when space is restricted, yet maximum

logo impact is required.

Please seek approval from John O’Reilly before using

the restricted-space formula.

Preferred minimum clear space

Reduced-height clear space

Minimum clear space (where space is restricted)

Customer identity toolkit2.4 Logo – placement andminimum size

Preferred placementThe Ladbrokes logo should be placed top right-hand corner of most communication materials. When the logo is used as a sign-off it may be placed in the bottom right-hand corner.

The clear space formula is helpful in ensuring precise positioning.

Do not centre or range the logo left.

ExceptionsWorking with a standard web browser configuration, you want the logo to remain visible at all times. Therefore the logo is positioned top left. Please refer to section 2.2 for more details.

Restricted-space placementWhen maximum logo impact is required in a small space,then the logo may be centred. Use the clear space formula.Shown here is the minimum clear space area.

This exception requires approval from John O’Reilly before it can be implemented.

Restricted-space placement Placement of the logo as a sign-off

Preferred placement

Customer identity toolkit2.5 Logo – don’ts

Do not use the old ‘lozenge’ logo, or any previous versions of the logo.

Do not draw a box or any shape around the logo.

Do not reproduce the logo in any colours other thanLadbrokes Red, white on Ladbrokes Red or black. Please check colour reproduction against Ladbrokes colour palette specification, in section 2.7.

Do not draw a keyline around the logo.

Do not distort the logo or add any special effects.

Do not add graphic elements or words to create sub-brands.

Do not reproduce the logo on any conflicting photographicbackgrounds. A conflicting background can involvedistracting textures, patterns or any content that reduces the visual impact of the logo.

Do not reproduce the logo on a photographic background that does not offer enough tonal contrast.

Café

A

C

E

G

B

D

F

H

B

C

D

E

F

G

H

A

Customer identity toolkit2.6 Typefaces

Customer communication headline typefaces

All the customer communication headline typefaces are

oblique (italic). We use these typefaces to add a sense of

energy and excitement to customer communications.

Use them ranged left. Do not centre or range right.

Each weight (medium, bold and black) has a specific use:

67 Helvetica Neue Condensed Medium Oblique

Use this typeface for short text paragraphs of no more

than 20 words in posters and leaflets.

77 Helvetica Neue Condensed Bold Oblique

Use this typeface for headings and subheadings.

97 Helvetica Neue Condensed Black Oblique

Use this typeface for large impactful headlines on posters.

Do not use any of the headline typefaces for body copy.

(Body-copy is text smaller than 12pt and/or contains more

than 20 words.)

Customer communication body-copy typefaces

These typefaces should be used on all body-copy. All the

customer communication body-copy typefaces are non-

italic. These typefaces are always ranged left.

Electronic and Microsoft Word document typefacesArial and Arial Bold are used for Microsoft Worddocuments and PowerPoint

®presentations.

77 Helvetica Neue Condensed Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

67 Helvetica Neue Condensed Medium ObliqueABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

97 Helvetica Neue Condensed Black ObliqueABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Use this typeface for short textparagraphs in posters and leaflets

Use this typeface for headings andsubheadings

Use this typeface for large, impactful headlines on posters

Customer communication headline typefaces

Customer communication body-copy typefaces

55 Helvetica Neue Roman ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

75 Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Use this typeface for body-copysubheadings and important body-copy you wish to stand out.

Use this typeface for all body copyand small text eg terms andconditions.

B

C

AB

C

A

D

D

D

Customer identity toolkit2.7 Colour palette

Ladbrokes Red is our signature colour. We need to usethis colour prominently and effectively to make our identitystand out against our competitors.

Energy Green is a highlight colour that is used in smallerquantities and brings a sense of excitement and energy to our communications.

White is used in the logo and typography in our customercommunications.

Note: If using a large solid area of Ladbrokes Red, it is recommended

to consider a double hit of colour to maintain strict control on press for

full colour saturation.

All printed material should be colour matched at the time

of printing to achieve accurate consistency in the reproduction of

all colours within the colour palette.

*The colour shown on this page and throughout this manual has not

been evaluated by Pantone Inc. for accuracy and may not match the

PANTONE Colour standard. For accurate standard, refer to the current

edition of the PANTONE Colour Formula Guide. PANTONE® is a

registered trademark of Pantone Inc.

White

Ladbrokes RedIn lieu of Ladbrokes Red use: Pantone® 485

Print C0 M97 Y100 K0Screen R255 G0 B0 Websafe #FF0000

Energy GreenIn lieu of Energy Green use: Pantone® 377

Print C45 M0 Y100 K24Screen R102 G153 B0Websafe #669900

Screen R255 G255 B255Websafe #FFFFFF

Customer identity toolkit2.8 In-store and online categorycolours

Category coloursThese colours are used in-store and online to definesports and gaming categories.

Use these colours only in the context of signposting thesespecific categories.

For more detailed guidelines on use of colour, please referto section 3, Customer identity applications.

Online coloursThese colours have been developed for web use only.Web Red is the Ladbrokes online signature colour. Thisdarker red tone counteracts the effect of backlighting,ensuring Ladbrokes Red retains its visual power on screen.






Note: All printed material should be colour matched at the time

of printing to achieve accurate consistency in the reproduction of

all colours within the colour palette.

Horse OrangeIn lieu of Horse Orange use Pantone® 172Print C0 M66 Y88 K0

Web RedScreen R255 G0 B0Websafe #FF0000

Web GreenScreen R102 G153 B0Websafe #669900

Web SageScreen R204 G204 B153Websafe #CCCC99

Online colours

Category colours

Greyhound BlueIn lieu of Greyhound Blue use Pantone® 300Print C100 M44 Y0 K0

Football GreenIn lieu of Football Green use Pantone® 376Print C50 M0 Y100 K0

Sports GoldIn lieu of Sports Gold use Pantone® 130Print C0 M30 Y100 K0

Numbers PinkIn lieu of Numbers Pink use Pantone® 227Print C0 M100 Y7 K19

FOBT PurpleIn lieu of FOBT Purple use Pantone® 2613Print C63 M100 Y0 K15

Screen R255 G0 B0Websafe #FF0000

Fixed-odds betting terminals

Customer identity toolkit2.9 Imagery guide

This is a guide only to selecting stock photography. Select stock photography from two styles.

Style AThe thill and excitement of watching sports andparticipating in gamingThese images capture the thrill, energy, excitement,anticipation, winning, losing, heart-stopping moments that define the very essence of sport and gaming.

Style BSports action photographyThese capture a single moment in time of a real sportingevent. Use of blurred movement adds to the sportingessence of speed and excitement. To reinforce Ladbrokes’presence, retouching should add Ladbrokes Red toimages, and where appropriate apply the categorycolours, see section 2.8.

If necessary, colour correct to match the category colours.

To reinforce Ladbrokes’ presence, retouching may benecessary to enhance images. Make sure images containLadbrokes Red. Where appropriate you may also usecategory colour as an accent colour.

Style A

Style B

Customer identity toolkit2.10 Logo on imagery

The Ladbrokes logo may sometimes be used as a sign-off or for a partnership promotion. In this instance the logo may be used on imagery. The minimum clear space rulesoutlined in section 2.3 still apply and only the white-outversion of the logo should be used on colour or black-and-white imagery.

When placing the logo on an image, follow the guides below:

Correct usageWhen using the logo as a sign-off, it should ideally bepositioned at the bottom right of the image.

Follow the minimum-space guides in section 2.3.

The logo must always appear in a clear area of the imageand be legible at all times.

If used on black-and-white images, the logo should be on a grey or black area and not cross into white areas of the image.

Indicates clear space

Incorrect usageThe logo is in the wrong position and placed in a‘complicated’ area of the image, making it difficult to read.

The logo is in the wrong position and placed over a whitearea of the image, making it difficult to read.

This logo is in the correct position but does not appear in a ‘clear’ area of the image.

The logo is in the wrong position and placed over a whitearea of the image, making it difficult to read.

Correct usage Incorrect usage

A

B

C

D

E

F

G

H

A

B

C

D

E

F

G

H

3 customer identity applications

Customer identity applications3.1 A flexible, coherent,communication system

These guidelines enable Ladbrokes managers and theiragencies to create a coherent range of communicationmaterials that are appropriate for the wide range ofLadbrokes audiences, marketing messages and mediathat is used.

In the following pages you will find a range ofcommunication materials that provide a style guide to thekey principles for creating Ladbrokes communicationmaterials in stores and online. Different levels ofpragmatism or expressiveness can be achieved by usingdiffering components of the visual expression toolkit.

Customer identity applications3.2 Design principles – Style A

Applying the Ladbrokes identity toolkit following the principles described on this page will ensure that all Ladbrokes communications look consistent, and subsequently help build awareness and recognition.Ladbrokes Red is the primary colour.

Design principles• Accents of the Energy Green• Large images of customers or staff• High impact headlines and key messages• This style may be most appropriate for communicating

key service initiatives in shops

Double window postersSingle window posters

and pick up cash winnings here ask inside for details

bet byphoneor online

freephone 9.30am – 1.00am today 0808 1000 421online 24 hoursladbrokes.com

other ways to bet


and pick up cash winnings here

ask inside for details

Customer identity applications3.3 Window posters – Style A

Window posters are divided into 11 equal sections in depth. This allows different sections of the poster to bein proportion to each other.

The logo is placed in the top right-hand corner as a header. Red header 1/11 depth.

Middle area used for photography. Ladbrokes stylephotography communicates the excitement and energy of the Ladbrokes experience in Hero service.

Ladbrokes style typography clearly and succinctly tells the customer key messages. All text ranged left and set in lowercase 97 Helvetica Neue Condensed BlackOblique, white out of a secondary colour or image.

The Energy Green strip divider is used to separate theimage from Ladbrokes Red on single-window postersonly. The height of the Energy Green stripe is 1/8 of a 1/11 section.

Ladbrokes Red base, 2/11 depth.

When creating a poster, use a ‘working area’ to preventtext being too close to the edge of the poster.

and pick up cash winnings here ask inside for details


freephone 9.30am – 1.00am today 0808 1000 421online 24 hoursladbrokes.com

other ways to bet


and pick up cash winnings here

ask inside for details

Single-window postersA

B

C

D

E

F

G

A

B

C

D

D

D F

E

1/3

1/11

G

Double-window posters

Indicates 3-column grid Indicates working area

Customer identity applications3.4 Design principles – Style B

Applying the Ladbrokes identity toolkit following the principles described on this page will ensure that all Ladbrokes communications look consistent, and subsequently help build awareness and recognition.Ladbrokes Red is the primary colour.

Design principles• Design to be visible but not over-powering• Simple graphic design system• Ladbrokes Red with Energy Green used in

a linear gradient• White type reversed out of Ladbrokes Red

This communication style may be most appropriate forpermanent, factual communication or highly pragmaticregulatory information.

1/3 A4 service leaflets

1/3 A4 leaflet coverIn-store 372x597mm poster and leaflet holder

staying in control

Your guide to responsible bettingIn association with Gamcare

We want you to enjoy your betting and bet responsibly with Ladbrokes. For those people who have difficultycontrolling their gambling, we offer a help and advise service.

We fully support Gamcare in dealing with the social impact of gambling

Under 18s are not allowed to enter our premises.

We will also not allow anyone to encourage under 18s to gamble.

You can help us by:

Not bringing children into our shops

Producing Citizencard or other appropriate identification if it is requested

In-store A4 210x297 poster

Under 18s are not allowed to enter our premises.

We will also not allow anyone to encourage under 18s to gamble.

You can help us by:

Not bringing children into our shops

Producing Citizencard or other appropriate identification if it is requested

Customer identity applications3.5 18 poster – Style B

Overall, Ladbrokes is primarily a red identity supportedby Energy Green

The logo is placed in the bottom right-hand corner as a sign-off.

Diameter of icon 65mm.

77 Helvetica Neue Condensed Bold Oblique. Size 38pt on 40pt leading.



20

5

80

12

A4 210x297

2020 50

8

All measurements in millimetresIndicates working area

A

B

C

D

B

A

C

D

E

E

10

Customer identity applications3.6 Staying in control poster – Style B

Overall, Ladbrokes is primarily a red identity supported by Energy Green. All type, both headline and body copy, is ranged left, lowercase and white out of Ladbrokes Red.



The logo is placed in the bottom right-hand corner as a sign-off.


Gamcare logo. Size 32mm width and length.

77 Helvetica Neue Condensed Bold Oblique. Size 14pt on 16pt leading. Introductory text is reversed out of red andshould be no smaller than 12pt on 14pt leading. Try tokeep introductory text to a minimum, it will have moreimpact and is easier to read.


372x597mm

137

35 80

20

35

10 5 1037 37

10

40

3

10

staying in control

Your guide to responsible bettingIn association with Gamcare

We want you to enjoy your betting and bet responsibly with Ladbrokes. For those people who have difficultycontrolling their gambling, we offer a help and advise service.

We fully support Gamcare in dealing with the social impact of gambling

35

A

B

C

D

E

F

A

B

C

C

D

E

F

G

G

G

210x99mm

All measurements in millimetresIndicates working area

Customer identity applications3.7 Design principles – Style C

Applying the Ladbrokes identity toolkit following the principles described on this page will ensure that all Ladbrokes communications look consistent, and subsequently help build awareness and recognition.

Design principles• Simple graphic design system• Ladbrokes Red with Energy Green accent, or uses the

category colours, supported by Ladbrokes Red and aYellow Energy stripe (Pantone®109)

• White-out type for headlines and body copy• When appropriate, handwritten match and odds details are

added locally by the shop manager

This communication style may be most appropriate for theongoing marketing of football, horses and other sportscategories, where it is desirable to make a clear connectionbetween the communication message and the in-storecategories.

Window posters

football greyhounds

Instore category banners

Indicates working area

Customer identity applications3.8 Category headers – Style D

Tactical product style category bannersRelevant category colour, eg Greyhound Blue, Football Green. See section 2.8 for further details on category colours.

Headers title text set in 97 Helvetica Neue Condensed Black Oblique, ranged left, lowercase white out ofcategory colour.

Under-header service stripsThe logo is ranged right as a sign-off on in-store under-header service strips in Ladbrokes Red. Text set in 77 Helvetica Neue Condensed Bold Oblique ranged left.

greyhoundswe offer weekly Singles betting on European Football Matcheswe offer weekly Singles betting on European Football Matches

footballwe offer weekly Singles betting on European Football Matcheswe offer weekly Singles betting on European Football Matches

A

B

C

A

B

C

Customer identity applications3.9 Window posters – Style D

Window posters are divided into 11 equal sections in depth.

The logo is positioned in the top right-hand corner,reversed out of Ladbrokes Red.

Large, attention-grabbing headline. All text set in ranged-left lowercase 97 Helvetica Neue Condensed BlackOblique, white out of category colour.

Posters include ‘empty belly’ areas for match and oddsdetails to be handwritten by store staff. Handwriting mustbe clear and always written in black.

Category colour (see section 2.8) for background colour.Used to reinforce in-store zoning.

Yellow strip between category colour and Ladbrokes Red.

‘Other ways to bet’ message promoting access toLadbrokes. Set in ranged-left lowercase 77 HelveticaNeue Condensed Bold Oblique in white on a LadbrokesRed background.

A

B

D

C

E

F

B

C

D

D

E

F

G

A

1/11

G

Single-window posters

Indicates working area

Customer identity applications3.10 Racing Post advertisement – Style D

Strong use of Ladbrokes Red in our Racing Postadvertisements creates stand-out and differentiates us from our competition. A red header and footer joined by a red frame are used to house the detailed event and odds information.

Because of the newspaper medium and print quality, wehave adapted Ladbrokes Red for newspaper press to geta deeper red. We have added 10% black to the existingCMYK version (C0 M97 Y100 K10) of Ladbrokes Red.

Small information text within the borders is black forlegibility, and larger headings are Energy Green. EnergyGreen blocks are used to contain section headings.

Teletext info77 Helvetica Neue Condensed Bold Oblique. Size 9pt on 11pt leading. Set in black in a white block.

Ways to bet77 Helvetica Neue Condensed Bold Oblique. Size 20pt.

Information headings/numbers77 Helvetica Neue Condensed Bold Oblique. Size 17pt.

Further information77 Helvetica Neue Condensed Bold Oblique. Size 12pt.

Numbers77 Helvetica Neue Condensed Bold Oblique in a whitecircle. Match stroke thickness to number width.

Terms and conditions77 Helvetica Neue Bold set in black in a white block. Size appropriate to amount of text. Should be between 5pt and 6.5pt as a guide.

Detailed advertisement copy is set in non-standardtypefaces.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam pede. Aliquam sem ipsum, feugiat at, auctor cursus, aliquam nec, neque. Proin quis eros dignissim sapien consectetuer nonummy. Phasellus in justo. Phasellus in justo. Phasellus in justo. Lorem ipsum dolor sit amet, consectetuer.

Ladbrokes teletext information serviceCH4/CH5 - 605/6/7 Sky - 373/4/5 ITV - 399

ways to bet

Instant debit betting0808 100 0421

www.ladbrokes.com

in our shops10.15am - 9.15pm

27mm

573 3

Shown actual size, 83 x 340All measurements given in millimetres

A

B

D

C

E

F

A

C

E

F

D

B

Customer identity applications3.11 Perimeter boards – Style D

Maximum stand out is achieved by positioning theLadbrokes logo on red, ranged right. Minimum space rulesare exempt here, as the logo must be as large as possibleon the board to ensure visibility when viewed on television.

Always ensure there is enough red around the logo tomake it legible and stand out.

Ladbrokes Red on perimeter boards may need to beadjusted to ensure on-screen viewing is consistent withprinted versions of the logo.

International perimeter board

United Kingdom perimeter board

5490

610

6000

900

Customer identity applications3.12 Web pop-up advertisement – Style D

Pop-up banners use the Ladbrokes logo reversed out ofthe red bar, using the minimum-space rules. The logo ispositioned bottom right, or centred in small applications.

Imagery and type can be used to enhance the message.Type is 97 Helvetica Neue Black Condensed Oblique, setin sage or Ladbrokes Red.

The content of these pop-up examples are purelyillustrative and should not be taken as detailedinstructions for creating banner ad content.

banner 120 x 120 pixels

Banner 120 x 600 pixels

Minimum-space rules apply

.com

enjoy sport?

.com

.com

makesportmore

exciting

bet withthe world’s

No. 1 Banner 120x120 pixels

.com

enjoy football? bet now!

Banner 468 x 60 pixels

4 business identity toolkit

Business identity toolkit4.1 Logo – business versions

Full-colour logoFor all business-to-business communications use thisversion of the logo.

Do not use this logo for customer communications. For afull explanation of business-to-business communicationsand customer communications, please refer to section1.1, Customer and business communication.

Black-and-white logoThis logo version can be used only when budgetary ortechnical conditions restrict the use of the full-colourbusiness-to-business logo.

Please seek approval from John O’Reilly before using thisversion of the logo.



Full-colour logo

Black-and-white logo

Minimum size: 20mm width

Business identity toolkit4.2 Logo – clear space

Preferred clear spaceOn business-to-business communications, the logo willrequire a clear space zone. This space protects the visualstandout and integrity of the logo. Crowding the logo withgraphic devices and typography will confuse ouraudiences, and reduce the impact of our communications.

This clear space zone is based on a simple formula. Use the entire logo and the letter ‘a’ as a consistentmeasurement tool.

Minimum clear spaceUse this formula when space is restricted, yet maximumlogo impact is required.

Minimum clear space

Preferred clear space

Business identity toolkit4.3 Typefaces

Business-to-business typefacesAll the business-to-business communication typefacesare non-italic. We use these typefaces to bring a sense of substance to our communications.

Each weight (Roman and Bold) has a specific use:

55 Helvetica Neue RomanUse this font for addresses and job titles on stationery and business cards, and body copy in literature.

75 Helvetica Neue BoldUse this font for people’s names and businesses onstationery and business cards, and headings in literature.

Electronic and Microsoft Word document typefacesUse these fonts for Microsoft Word documents andPowerPoint

®presentations.

Do not use customer communication headline typefaces on any business-to-business materials.

55 Helvetica Neue Roman ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

75 Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Electronic typefaces

Business-to-business address block typefaces

Use this font for addresses and job titles on

stationery and business cards, and body

copy in literature.

Use this font for people’s names and

businesses on stationery and business cards,

and headings in literature.

Use these fonts for Microsoft Word documents

and PowerPoint® presentations.

Use these fonts for Microsoft Word documents

and PowerPoint® presentations.

A

B

C

A

B

C

Business identity toolkit4.4 Colour palette

Ladbrokes Red plays a significant but more subtle role inbusiness-to-business communications. It is primarily used in the business-to-business logo and typography on a white background. Energy Green is used in some typography.






White

Ladbrokes RedIn lieu of Ladbrokes Red use: Pantone® 485

Print C0 M97 Y100 K0Screen R255 G0 B0 Websafe #FF0000

Energy GreenIn lieu of Energy Green use: Pantone® 377

Print C45 M0 Y100 K24Screen R102 G153 B0Websafe #669900

Screen R255 G255 B255

Websafe #FFFFFF

5 business identity applications

Business identity applications5.1 Design principles

Ladbrokes business communications are primarilybusiness stationery and business cards.

The strongest visual element should always be thebusiness communications Ladbrokes logo. White is thestrongest colour, followed by Ladbrokes Red. EnergyGreen is used in the typography only.

Do not print any areas of Ladbroke Red except in thebusiness logo.

Business-to-business: Stationery

Ladbrokes LtdImperial House, Imperial Drive, Rayners Lane, Harrow, Middlesex, HA2 7JWTel: +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189 www.ladbrokes.com

with compliments

Simon MillerHead of International Marketing

Ladbrokes eGaming LtdImperial House, Imperial Drive, Rayners Lane, Harrow, Middlesex, HA2 7JW

Tel:TT +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189

Direct Tel:TT +44 (0)20 8868 8899Email: [email protected]: 07909 123 456

Business identity applications5.2 Business cards

The full-colour business-to-business Ladbrokes logo is used on the stationery. The logo prints Ladbrokes Red.

When printing, stock should be chosen to match theletterheads, compliments slips and envelopes. Cards should be thick enough to withstand wear and tear.As a guide, 300gsm is appropriate for business cards. Conqueror Ultra Smooth CX22 is an industry-standardpaper for stationery.

You may wish to consider a sealer varnish to prolong thelife of printed business cards.

Dual language cardsWhere dual-language cards are required, print one sideEnglish and the reverse using the second language.

Name set in 8pt, 75 Helvetica Neue Bold, ranged left.Printed in Ladbroke Red.

Title set in 8pt, 55 Helvetica Neue Roman, ranged left.Printed in Ladbroke Red.

Contact details set in 6.5pt on 8pt, 55 Helvetica NeueRoman, ranged left, printed in Ladbroke Red.

Department Business name set in 8pt, 75 Helvetica NeueBold, ranged left, printed in Ladbroke Red.

Address set in 6pt on 9pt, 55 Helvetica Neue Roman,ranged left, printed in Energy Green.

John SmithFootball Marketing Manager

Ladbrokes LtdImperial House, Imperial Drive, Rayners Lane, Harrow, Middlesex, HA2 7JW

TTel: el:TTTT +44 +44 (0)20 (0)20 8868 8868 8899 8899 FFax:ax: +44 +44 (0)20 (0)20 8866 8866 3189 3189

Direct Tel: TT +44 (0)20 8868 8899Email: [email protected]: 07909 123 456

Janice JonesRegional Manager

Ladbrokes Ltdmperia House, Imperial Drive, Rayners Lane, Ha row, Middlesex HA2 7JW

Tel: +44 0)20 8868 8899 Fax: +44 (0)20 8866 3189

Direct T l +44 (0)20 8868 8899Email: [email protected] 07909 12 456

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All measurements given in millimetres

Business identity applications5.3 A4 letterhead

The full-colour business-to-business Ladbrokes logo isused on stationery. The logo prints Ladbrokes Red.

Department Business name is printed at the base, abovethe address lines. Department Business name set in 8.5pton 11pt 75 Helvetica Neue Bold, ranged left. Printed inLadbroke Red. Address set in 8.5pt on 11pt 55 HelveticaNeue Roman, ranged left. Printed in Energy Green.

The typing guide aligns to the left-hand side of the printed address.

When printing, paper stock should be chosen to performwell in photocopiers, laser printers and colour printers.Talk to your printer to choose an appropriate stock withinyour budget requirements. Stock should be smooth, brightwhite and uncoated. As a guide, 110gsm is industrystandard for letterheads. Conqueror Ultra Smooth CX22 isan industry-standard paper for stationery.

Letter content set in 9pt on 16pt Arial and Arial Bold,ranged left.

Addressee’s address set in Arial Bold 9pt on 11pt.

Address set in 8.5pt on 11pt 55 Helvetica Neue Roman,ranged left. Printed in Energy Green.

Department Business name set in 8.5pt on 11pt 75Helvetica Neue Bold, ranged left.Printed in Ladbrokes Red.

Regulatory copy set in 6pt on 11pt 55 Helvetica NeueRoman, ranged left. Printed in Energy Green.

Ladbrokes LtdImperial House, Imperial Drive, Rayners Lane, Harrow, Middlesex, HA2 7JWTel: +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189

Registered Office: Maple Court, Central Park, Reeds Crescent, Watford, Hertfordshire, WD24 4QQ. Registered in England Number 39529916

RE: Subject

Dear Mr Smith

Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos

centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, vetus

atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit

Veteresne poetas, an quos et praesens postera respuat aetas. Iste quidem veteres inter ponetur honeste, vel

mense brevi vel toto est iunior anno.” Utor permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam

unum, dum cadat elusus ratione ruentis acervi, qui redit in fastos et virtutem aestimat annis miraturque nihil nisi

quod Libitina sacravit.

Ennius et sapines et fortis et alter Homerus, ut critici dicunt, leviter curare videtur, quo promissa cadant et somnia

Pythagorea. Naevius in manibus non est et mentibus haeret paene recens? Adeo sanctum est vetus omne poema.

ambigitur quotiens, uter utro sit prior, aufert Pacuvius docti famam senis Accius alti, dicitur Afrani toga convenisse

Menandro, Plautus ad exemplar Siculi properare Epicharmi, vincere Caecilius gravitate, Terentius arte. Hos ediscit

stipata theatro spectat Roma potens; habet hos numeratque poetas

ad nostrum tempus Livi scriptoris ab aevo.

stipata theatro spectat Roma potens; habet hos numeratque poetas ad nostrum.

Kind regards

A N Other

Mr John SmithCompany LtdNo.1 BuidlingA StreetA Town

A CountyAN12 6AB

26 April 2004

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Business identity applications5.4 A4 continuation sheet


Letter content begins 40mm from top of page.

Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos

centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, Est vetus

atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit

Veteresne poetas, an quos et praesens et postera respuat aetas. Iste quidem veteres inter ponetur honeste,

qui vel mense brevi vel toto est iunior anno.” Utor permisso, caudaeque pilos ut equinae paulatim vello unum, demo

etiam unum, dum cadat elusus ratione ruentis acervi, qui redit in fastos et virtutem aestimat annis miraturque nihil

nisi quod Libitina sacravit.

Ennius et sapines et fortis et alter Homerus, ut critici dicunt, leviter curare videtur, quo promissa cadant et somnia

Pythagorea. Naevius in manibus non est et mentibus haeret paene recens? Adeo sanctum est vetus omne poema.

ambigitur quotiens, uter utro sit prior, aufert Pacuvius docti famam senis Accius alti, dicitur Afrani toga convenisse

Menandro, Plautus ad exemplar Siculi properare Epicharmi, vincere Caecilius gravitate, Terentius arte. Hos ediscit

stipata theatro spectat Roma potens; habet hos numeratque poetas ad nostrum tempus Livi scriptoris ab aevo.

Kind regards

A N Other

15

23

27A4 continuation 210x297A

B

A

B

Ladbrokes LtdImperial House, Imperial Drive, Rayners Lane, Harrow, Middlesex, HA2 7JWTel: +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189

Registered Office: Maple Court, Central Park, Reeds Crescent, Watford, Hertfordshire, WD24 4QQ. Registered in England Number 39529916

press release

RE: Euro 2004

Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum

qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, vetus atque probus,

centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit Veteresne poetas,

an quos et praesens postera respuat aetas. Iste quidem veteres inter ponetur honeste, vel mense brevi vel toto est iun

ior anno.” Utor permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam unum, dum cadat elusus ratione

ruentis acervi, qui redit in fastos et virtutem aestimat annis miraturque nihil nisi quod Libitina sacravit.

Ennius et sapines et fortis et alter Homerus, ut critici dicunt, leviter curare videtur, quo promissa cadant et somnia pytha

gorea. Naevius in manibus non est et mentibus haeret paene recens? Adeo sanctum est vetus omne poema. ambigitur

quotiens, uter utro sit prior, aufert Pacuvius docti famam senis Accius alti, dicitur Afrani toga convenisse Menandro, pla

utus ad exemplar Siculi properare Epicharmi, vincere Caecilius gravitate, Terentius arte. Hos ediscit stipata theatro spec

tat Roma potens; habet hos numeratque poetas ad nostrum tempus Livi scriptoris ab aevo. Si meliora dies, ut vina,

poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfe

ctos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, vetus atque probus, centum qui perficit

annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit Veteresne poetas, an quos et praesens

postera respuat aetas. Iste quidem veteres inter ponetur honeste, vel mense brevi vel toto est iun ior anno. Utor

permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam unum, dum cadat elusus ratione ruentis acervi,

qui redit in fastos et virtutem aestimat annis miraturque nihil nisi quod Libitina sacravit.

Stipata theatro spectat Roma potens; habet hos numeratque poetas ad nostrum.


Business identity applications5.5 A4 press release

When creating a Ladbrokes press release, we need tocapture the reader’s attention immediately.

The construction of the page is consistent with theLadbrokes letterhead, with the addition of the large ‘pressrelease’ header and a Ladbrokes energy stripe below.

‘press release’ set in Helvetica Neue Condensed BoldOblique, 56pt.

Energy stripe graduates from black to white.


Address set in 8.5pt on 11pt 55 Helvetica Neue Roman,ranged left. Printed 100% black.

Department Business name set in 8.5pt on 11pt 75 Helvetica Neue Bold, ranged left. Printed 100% black.

Regulatory copy set in 6pt on 11pt 55 Helvetica NeueRoman, ranged left. Printed 100% black.

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A4 press release 210x297

Business identity applications5.6 Compliment slips

Compliments slips will be sent out to customers andbusinesses. The reverse of the compliments slip featuresone of three sporting or gaming images.

‘with compliments’ set in 67 Helvetica Neue CondensedMedium Oblique 26pt. Printed in Ladbroke Red. In thisinstance the customer-facing typeface is used to addimpact and dynamism.

Company name set in 8.5pt on 11pt 75 Helvetica NeueBold, ranged left. Printed in Ladbrokes Red.

Address set in 8.5pt on 11pt 55 Helvetica Neue Roman,ranged left. Printed in Energy Green.

Ladbrokes LtdImperial House, Imperial Drive, Rayners Lane, Harrow, Middlesex, HA2 7JWTel: +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189 www.ladbrokes.com

with compliments

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Business identity applications5.7 PowerPoint® templates

PowerPoint® templates are shown opposite. The basictemplate is white background with a red footer, containingthe date and slide number and the Ladbrokes logo on theright-hand side.

All text is set in Arial. Headings are in Ladbrokes Red.Body copy is black. Bullet points are highlighted in Ladbrokes Energy Green.

Images are shown as a guide. They contain large areas ofblack and Ladbrokes Red, and convey the excitement andthrill of sport betters and gamers.

Charts and diagrams are simple and bold. They use tintsof Energy Green to segment/highlight areas of charts.

Section heading introduction paragraph is set in this style section heading introduction paragraph is set in this style.

Section heading introduction paragraph is set in this style section heading introduction paragraph is set in this style. Section heading introduction paragraph is set in this style section heading introduction paragraph is set in this style.

Presentation to Hilton Group

Ladbrokes / 20.05.04 / Slide 1 Ladbrokes / 20.05.04 / Slide 1


Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam pede. Aliquam sem ipsum, feugiat at, auctor cursus, aliquam nec, neque.

1

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Image title slide option

Text slide Bullet point slide Chart and diagram slide Chart and diagram slide

Moving into pole position for 2005

20 May 2004

Presentation to Hilton Group Presentation to Hilton Group

Section divider heading

Ladbrokes / 20.05.04 / Slide 1

The winning formula

Ladbrokes / 20.05.04 / Slide 1 Ladbrokes / 20.05.04 / Slide 1

• Bullet point style. Keep amount of bullet points to a minimum on each slide

• Bullet point style. Keep amount of bullet points to a minimum on each slidee

• Keep amount of bullet points to a minimum


Text slide Section divider Section divider 1/2 image, 1/2 text slide

The winning formula20 May 2004


Business identity applications5.8 Visitor badge

The Ladbrokes Red business version of the Ladbrokeslogo is used. Type is set in 55 Helvetica Neue Roman and75 Helvetica Neue Bold.

Images are used to bring some Ladbrokes brandexpression into this material. The reduced colour duo-toneeffect using Ladbrokes Red and black is appropriate to themore formal nature of this material.

name company Host/Name Veh. Reg Bay No.

Visitor

Pass No. Valid on

Contractor

/ /

Health & Safety - All visitors and contractors are subject to the appropriate Health & Safety at Work Act and company regulations whilst on the premises, a copy of which is available on request.

Emergency - In the case of emergency, all visitors must accompany their host to the assembly point at the front of the building, Please do not use the lifts.

Security - Do not leave personal belongings, cases handbags etc, unattended at any time

Accident/Illness - If you have an accident or suffer illness, please report it immediately to your host.

Please wear your badge at all times, return it to reception before leaving, and sign out to ensure the fire register is accurate and up-to-date.

Contractors must report to facilities management before commencing any work.

Ladbrokes kindly reminds you that this building has a no smoking policy.

Please read the information on the reverse of the pass provided.

Thank you for your co-operation

Welcome to

Register

Wallets issued

Wallets returned

Date Time out

Business identity applications5.9 Recruitment advertisement

Ladbrokes recruitment advertisments will appear in allshapes and sizes across various publications. Use theguidelines below to create a consistent look across allLadbrokes communications. The examples opposite showtwo ways of tackling the same size advertisments.

The top bar of the advertisment can be an image in theLadbrokes red-and-black style or a solid Ladbrokes Red.Because of the newspaper medium and print quality, wehave adapted Ladbrokes Red for newspaper press to geta deeper red. We have added 10% black to the existingCMYK version of Ladbrokes Red.

The top bar must feature a title or copy line to drawattention to the ad. The type is reversed out of the image or solid colour and is set in 75 Helvetica Neue Bold.

The job title and salary should be set in 55 Helvetica NeueRoman in a larger size than the body copy.

Body copy for the job description should ideally be 8pt on 10pt, 55 Helvetica Neue Roman (example 1). However,when multiple job descriptions appear in the sameadvertisment, body copy can be set in 7pt on 8pt 55Helvetica Neue Roman (example 2). Body copy should notbe set smaller than 7pt on 8pt.

The business-to-business version of the Ladbrokes logo appears in the bottom right corner of theadvertisment as a sign-off.

Any additional logos, such as ‘Investors in People’ or the ‘Positive About Disabled People’ should appear at the bottom of the advertisment, ideally alongside theLadbrokes logo. Make sure these logos do not enter the minimum space area around the Ladbrokes logo.

Additional sign-off or legal copy should appear on the left of the advertisment and prints Ladbrokes Red.

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tincidunt ut laoreet dolore magna aliquam erat volutpat, ut wisi enimad miniminc.

Please send your CV to Joanna Connolly, HR Officer, Ladbrokes Ltd,Imperial House, Imperial Way, Rayners Lane, Harrow HA2 7JW.Email [email protected]

Closing date 29th January 2004

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreetdolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam,quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquipEx ea commodo consequat.Lorem ipsum dolor sit amet, consect etueradipiscing elit, sed diam nonummy nibh euismod tincidunt utlaoreet.Duis autem vel eum iriure dolor in hendrerit in vulputate velitesse mo lestie consequat, vel illum dolore eu feugiat nulla facilisis atlestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros

Disabled people who meet the minimum criteria are guaranteed an interview. Equality of opportunity for all. www.ladbrokes.com/corporate

On the market for your skills

Applicants must be over 18. Disabled people who meet the minimum criteria are guaranteed an interview. Equality of opportunity for all.www.ladbrokes.com/corporate

Campaign manager£30,000 + benefits

Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at veroeros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzrildelenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum solutabn.

Marketing executive (football)£20,000 + benefits

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismodtincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisienim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortisnisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor inhendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat

Please send your CV to Joanna Connolly, HR Officer, Ladbrokes Ltd, ImperialHouse, Imperial Way, Rayners Lane, Harrow HA2 7JW.Email [email protected]

Closing date 29th January 2004

Online marketing manager£30,000 + benefits

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismodtincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisienim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortisnisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor inhendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiatnulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit lesb.Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate

CRM manager£25,000 + benefits

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6 artwork files

Artwork files6.1 Logos

Artwork for the logos seen opposite can be obtainedfrom John O’Reilly.


File name: Lad_UK_logo_std_white_CMYK.eps

File name: Ladcom_UK_logo_reversed.eps


File name: Lad_UK_logo_business_red.eps

File name: Lad_UK_logo_business_black.eps

File name: Ladgames_UK_logo_reversed.eps

File name: Ladcasino_UK_logo_reversed.eps

File name: Ladpoker_UK_logo_reversed.eps

7 contact

Contact7.1 Contact details

Please contact John O’Reilly if you have any questionsregarding the Ladbrokes identity and how to use it.

John O’ReillyImperial HouseImperial DriveRayners LaneHarrow, MiddlesexHA2 7JW

Phone +44 (0)20 8868 8899Fax +44 (0)20 8866 3189

These guidelines were designed byDesignhouse Consultants Ltd

[email protected]

our identity and how to use it - ladbrokes brand guidelines.pdf · file name:...

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